A replication was conducted of Delgado-Ballester, Munuera-Alemán and Yagüe-Guillén’s brand-trust study to determine if their two-factor brand-trust scale as conceptualised generalises to the Australian context. A self-administered questionnaire that focused on consumer brand-trust shampoo perceptions was completed by 154 respondents. Exploratory and confirmatory factor analysis provided initial support for the two-factor structure of the brand-trust scale (BTS) as conceptualised. The relationship of the BTS dimensions with satisfaction and loyalty was also supported.

Relation

Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)